Perpetual Traffic

Stop guessing. Get the blueprint you need to scale fast.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise.

We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through conversions, and why creative diversification should be at the core of your Meta campaigns.

We also share the metrics you should track and the strategic adjustments that can lower your cost per acquisition. Join us if you want to grow your brand with more engaged audiences and less wasted ad spend.

In This Episode:
- Analyzing audience segments in Meta
- The "Five Horsemen" funnel strategy
- Meta’s limitation in using lead events for sales campaigns
- Leveraging reach campaigns in Meta ads
- The creative diversification strategy for boosting engagement
- Transforming well-performing organic reels into ads
- Running ads to earn trust versus increasing sales
- Using Meta’s campaign data as directional data

Mentioned in the Episode:
Part 1 of this episode: https://perpetualtraffic.com/podcast/episode-784-your-cac-is-lying-to-you-heres-the-number-that-isnt/
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Meta Ads Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit

Stop flying blind with data! Let us give you the exact blueprint you need to scale fast.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Is your customer acquisition cost (CAC) accurate? In this episode, we answer the critical question every marketer and business owner faces: Can you trust the data you’re getting from ad platforms? If you can’t fully rely on those numbers, how can you be sure that your strategy is working?
We’ll address these questions and share our thoughts on audience definitions, data accuracy, and how to ensure that your marketing efforts are really driving new customer acquisition. We also reveal how you can start tracking new customers with a high degree of confidence, even if you don’t have access to advanced reporting tools.

If you’re ready to get a clearer view of your numbers and know exactly where your growth is coming from, this episode is for you.

In This Episode:
- How to ensure customer acquisition data is accurate
- Meta’s audience definitions and why they matter
- Is Meta’s data on new and returning customers accurate?
- Uploading customer and lead lists to improve accuracy
- How to find new customer data on Meta and CRM dashboards


Mentioned in the Episode:
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit

Is your digital strategy outdated? Let us audit it and give you the blueprint you need to scale.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Are you still throwing money at ads, hoping to get better results? Well, that approach may be holding you back. In today’s episode, I’m sharing a powerful case study where a simple shift in marketing strategy resulted in a massive revenue boost, all while spending less.
I break down how we adjusted our budget allocation across platforms, focusing on top-of-funnel channels to increase awareness. We shifted ad spend, and the results were incredible: 21% increase in revenue, 34% reduction in cost per acquisition, and significant growth in organic sales.

I’ll walk you through the numbers and show you exactly how we made it happen. This isn’t about spending more cash on ads; it’s about getting more with less.

In This Episode:
- How we increased revenue by 21%
- Shifting ad spend from bottom to top funnel
- Reducing nCAC (CPU) by 34%
- How Amazon's budget was reduced by 91%
- Growing marketing channels without additional spend
- Key takeaways for your own ad strategy

Mentioned in the Episode:
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Tier 11’s Marketing Performance Indicators (MPIs) Checklist: https://www.tiereleven.com/marketing-performance-indicators
Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit
Are your ads working, or are the dashboards just telling you what you want to hear? Too many marketers celebrate high ROAS inside Meta or Google while revenue in Shopify tells a very different story. If your agency is “reporting well” but the business isn’t growing, something is broken.
In this episode, we break down why in-app metrics are often misleading, how platforms double-count conversions, and why your CRM or store data must always be the source of truth. We also share the questions every VP of Marketing should ask their agency to force better thinking, stronger accountability, and a real growth strategy.
You’ll learn how to challenge reporting, uncover hidden attribution issues, and turn agency meetings into strategic conversations instead of dashboard reviews. If you manage paid media or manage the people managing it, this one will help you evaluate performance.

In This Episode:
- Vanity metrics vs real revenue
- Why attribution models conflict
- View-through vs click attribution
- Addressing tracking setup mistakes
- Three questions to ask your agency
- Which answers should raise red flags?
- Questions for monthly and quarterly reviews
- Challenging agencies to think of your money as theirs
- Agencies should perform, not report well

Mentioned in the Episode:
Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit
Is Your Agency Performing Or Just Reporting Well?: https://youtu.be/F6iGYu7Dv4s

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Apply now by visiting www.perpetualtraffic.com

https://www.tiereleven.com/audit

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit
Are you getting the results you expect from your agency? Or is your marketing just vanity metrics? Too often, businesses spend thousands of dollars without understanding whether their marketing is truly driving revenue. In today’s episode, we get into why performance marketing should focus on what matters most: the impact on your bottom line.

We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any measurable results, all because their agency failed to focus on tracking what actually moves the needle. But it’s not just about hiring agencies but also about how to hold your team accountable.

We’ll share some tips to help you recognize if your agency is really performing or just reporting numbers that look good on paper. You’ll gain a better understanding of what to look for in your agency relationships, what metrics to monitor, and how to make smarter marketing decisions.

In This Episode:
- Vanity metrics vs. real performance
- When should you hire an agency vs. in-house contractors?
- The financial cost of hiring a marketing agency
- Determining the type of agency your business needs
- Dealing with inaccurate agency reports
- Key metrics to measure marketing performance
- What should your agency’s dashboard show?

Mentioned in the Episode:
Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators
Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.NEXTInsurance.com/perpetual
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit